Today’s consumer has higher standards for their experience than ever before—they want brands to anticipate their needs and deliver a tailored interaction. In a recent survey by Evergage and Researchscape, 85% of marketers reported that their customers have come to expect experiences that are personalized to them.

Brands are meeting the demand for personalization by shifting their priorities and budgets toward people-based marketing. Think of the way a barista remembers a frequent customer’s coffee order and prepares it exactly to their specifications at each visit. Now, imagine that same level of personalization applied at scale—where a brand can use insights from every consumer interaction to deliver relevant, helpful, and personalized experiences in real time, whether online, in person, or over the phone. That is people-based marketing.

Read more at Dialog Tech or Zeta Global.

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.